PHOTO | PIERRE-PHILIPPE MARCOU Brazil's forward Neymar (right) and
Brazil's midfielder Willian leave the pitch at the end of a Group A
football match. Rio de Janeiro – known as the biggest party on earth, a
World Cup wouldn’t be so without a foam-covered drink.
AFP
In Summary
- The most popular and tasty beer here is Brahma Chopp, Brahma’s main brand in Brazil. World Cup fans love their drink.
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Rio de Janeiro – known as the biggest party on earth, a World Cup wouldn’t be so without a foam-covered drink.
Brazil
2014 has introduced Brahma Chopp to the world. And the world has been
impressed, judging by the tumblers being downed in stadiums and at fan
fests here.
Prior to the tournament, Brazilian football
was in its 11th year of an alcohol ban on stadiums. The argument was
that alcohol was contributing to hooliganism and stadium violence.
It
was a regulation that was never going to exist in a World Cup season.
Budweiser are a partner of Fifa. They have been since 1986 and the
partnership was extended to 2022.
Somehow, Brazil were
always going to make a compromise to allow alcohol at stadiums. Fifa
would not have taken the World Cup to Brazil without selling beer in and
around the stadium.
Alcohol almost all the time
The most popular and tasty beer here is Brahma Chopp, Brahma’s main brand in Brazil. World Cup fans love their drink.
They
want alcohol almost all the time. But Coca-Cola, a Fifa partner too, is
the only soft drink in stadiums and is taken by teetotalers.
But
for fans who cheer their sides for 90 minutes, Brahma has been the fuel
for their voices according to Brazilian Jorge Almeder. “I can’t cheer
my team on water. The head needs a little intoxication, just enough and
Brahma does it well,” said the 26-year-old.
“This is
the World Cup, a moment to unwind. There are few better ways to enjoy a
Neymar goal than with a Brahma.” Brahma Chopp and Budweiser are brands
owned by Anheuser-Busch InBev, the fifth largest brewery in the world.
Plain
Brahma has 4.3 per cent alcohol by volume and the more popular Brahma
Chopp is five per cent alcohol. World Cup fans and tourists have
explored various frothy drinks in Rio de Janeiro including Bohemia and
Antarctica, admittedly two fine beers.
It is Brahma Chopp with the highest demand, largely because it has been the most prominent from in and around the stadium.
The
consumption of Brahma is expected to increase with the tournament
entering the knockout stages where matches could last for as much as 120
minutes. Good performance by South American teams will surely boost
Brahma sales
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